PRPD 2010 Social Media Strategy (PDF)

SOCIAL MEDIA STRATEGIES
Janet Fouts – Social Media Coach
Monday, September 27, 2010

How does social media work?


Shirtless dancing guy
 Devin Kellerman
 Sasquatch music festival

 3.6 million views

 Derek Sivers – TED

 The “Shirtless Dancing Guy Theory of

Leadership”


Goals for the campaign
 Grants and fundraising
 Local outreach

 Brand visibility

 News gathering and dissemination

 Community

 Discussion of your content


Available resources?

 Funds
 Content

 Ability to produce

 Time

 Existing social presence


Who’s going to do it?
 Interns
 Volunteers

 Staff

 Corporate or personal

ID?
 Corporate policies


What resources are available?
 Funds
 Content (video, podcasts, articles)

 Time

 Existing social presence


Measuring success
 Traffic to the website
 Increased audience

 1 new grant

 Expanded presence in searches

 Increase in supporters

 Commenting

 Social media mentions


Find the right networks


Where are they?
 Don’t re-invent the wheel
 Find the networks people are already using

 Take the conversation to the listeners

 SocialMention.com

 Set up alerts

 Reach out to other leaders


NPR on
Audience Insight
and Research

Facebook
 The NPR Facebook Survey was
conducted online and deployed July
12-19, 2010.
 Respondents were recruited through
messages posted on NPR’s Facebook
page.
 33,304 respondents


NPR on
Audience Insight
and Research

Facebook
slideshare.net/nprresearch

Preferences and Habits of NPR’s Facebook
Fans
July 2010

Prepared for NPR’s Social Media Desk
Report by Noel Cody


Facebook Use and Online Behavior

 Frequency of Facebook Use
 Almost all respondents (96%)
access Facebook at least once For many of the charts in
per day. this summary, a given
question’s most popular
response will be
highlighted with a green
bar.
 How Fans Access NPR:
 About 3 of every 4 respondents
listen to NPR on the radio.
 1 of every 5 respondents uses
the iPhone app.
 Almost 3 in 10 listen to NPR
podcasts.
 Fewer than 1 in 10 follow NPR on
Twitter.

Source: NPR Facebook Survey, July 2010

Facebook Use and Online Behavior
Facebook is a major way for me to receive news and information from NPR.

 News online
 About 3 of every 5 respondents
get most or all of their news
online.
 News on Facebook
 3 of every 4 agree that Facebook
is a major way in which they
receive news and information Facebook is a major way for me to receive news and information from news
from NPR. organizations in general.

 About half agree that Facebook
is a major way for them to
receive information from news
organizations in general.
 NPR stories on Facebook
 84% have indicated that they
often click through to NPR
stories that are posted on
Facebook.

Source: NPR Facebook Survey, July 2010

Ask me anything
 JanetFouts.com
 Janet@JanetFouts.com

 JanetFouts.com

 SocialMediaCoachingCenter.com

 Twitter- @Jfouts

 Linkedin - JanetFouts

 408.216.7423


PRPD-KUT Austin 90.5 kut.org
Social
Media
Strategies


How do we get everyone on board?
• Metrics
▫ Regularly track site traffic and social media’s
influence
• Start with the key influencers
• Champion experimentation
▫ Keep it authentic and in human voice. If you fail, don’t
be afraid to own up, but don’t stop experimenting
• Share intellectual surplus


What are we doing?
• Facebook – most audience participation, impact,
more conducive to rich content.
• Twitter – large audience base, word of mouth easier
content sharing domino effect, not as emmersive as
FB.
• Gowalla/4sq basic
• CoverItLive


Demographics


Ask questions, multimedia focus


What more are we going to do?
• Embrace comments/feedback/dialogue as part of
content
• Gaming as engagement tool (QRANK)
• Gowalla/4sq expand location -> incite action
• Focus on Apps/ipad/mobile content sharing
• Crowdsourcing
▫ National Geographic/Sartorialst photography
• Staff/DJ blogs
• Story voting


New projects with SM elements
• Mapping Austin
▫ Austin Historical Society project (Gowalla, SVNGR)
• Austin Helps
 Volunteer tracking with Gowalla, Help Attack!
• Cactus Cafe performances
▫ QRANK TX Music Trivia
• News
▫ QRANK current events trivia


Our main social media principles
• Go offline
▫ Bring the digital connection to the community
• Don’t just share content
▫ Respect your readers & engage with their viewpoints/
experiences
▫ Engagement is constant, not sporadic
▫ Craft your content for the delivery method
• Be authentic
▫ No PR-vetted voice
▫ Let audience talk to content producers/journalists


WTMD and Social Networking
And you thought having a personal account is a time waster.


The General Managers
Point of View

• Return on Investment

• Branding

• Fundraising

• Staff Time

• Wasted Days and Wasted
Nights


Who Gets To Waste
Their Time?

• Any one who wants to

• Surprisingly, most staff see it as
an extra task, not fun thing

• Younger=Twitter

• Older=Facebook


Pitfalls

• Personal life exposed

• Share more with your listeners
than you want to

• Donors will comment on your
personal life

• Your Bosses Will See it too

• AND NO THAT IS NOT ME


How it works

• Octopus like penetration

• Relies on Chain Letter Like
pass along.

• Cut off one Tentacle close to
the head and you loose lots of
impressions

• People who don’t log on
Limited # of Friends
Non-Sharers/Likers/Retweeters
don’t spread your content


Do Enough People
Like You?

• Aggressive personal friending
and suggesting they like your
station’s page

• YOU MUST BE A FRIEND
WHORE

• Encourage all staff, volunteers,
donors, members, bail
bondsmen to suggest your
station page to their friends at
least every other month


Events

• Invite every one of your friends

• Encourage staff volunteers

• No one wants to go to a party
that no one is invited to

• Post Videos asking folks to
come

• Post Event Videos

•


What’s the Metric

• More is better

• Percentage of Followers/Fans to
cume

• What else you got?

• I think you have to get to 10% of
cume as Follower/Fans before you
can even think about Social Media
Beneﬁting Your Station


So Whose Got Enough to Matter

Station Cume Fans Percent

WTMD 65,000 4,646 7.1%

WYPR 164,000 1,732 1.0%

WXPN 306,800 25,531 8.3%

WHYY 427,300 4,940 1.1%

WBUR 509,700 7,170 1.4%

KDHX 84,300 8,516 10.1%


Some Things We’ve
Learned

• Multiple Tweets during a single
program can cause more
retweeting

• Be Random---But Specifc

• DON’T read listeners Tweets/
Postings on air

• Direct Listeners to
Conversation

• Keep it Casual

• Quick Contests Work

Station Branding

• Only one station Account

• Jocks/Hosts do not use
personal or vanity accounts

• But it’s ok to say “it’s Me” in
postings

• The Station’s Air Studio is
center of the social networking
universe.

• Sulu, Take the Com


Goals

• Getting more comments and
likes gets you more
impressions on Facebook

• Getting more Retweets Gets
you more impressions on
Twitter

• What works is what gets the
conversation moving

• Informational Posts have value
too


Baltimore Band
Block Party

• 10 Bands given individual
pledge pages

• We provided Social Networking
Tools

• Band with most contributors
won prize package

• Each donor got a pair of tix to
party

• WTMD netted $10,000


Pledge

• Video Testimonials

• WTMD Pledge Mix downloaded
by listeners

• Social Media is not going to be
a signiﬁcant “direct source” of
membership

• But--It does does develop
deeper relationships that cause
gifts to happen


Questions?


PRPD 2010 Social Media Strategy (PDF)

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